Designing Digital Strategies Part 2: Connected User Experiences

A digital strategy is the who, what, when, and where of listening and responding to consumers, bridging brand experiences, iterating offerings, and collecting and activating consumer relationships in order to accomplish an actionable and measurable objective. — Digital strategist Bud Caddell

Simply stated, a digital strategy is a plan for how to support business goals through the benefits of digital tools. Strategies guide us in major decisions by providing a sense of direction and cohesiveness to our work. Having a well defined and clear digital strategy ensures that decisions about digital channels are not made on impulse (“let’s make a new app”) or merely in response to available technology (“let’s use QR codes”) but rather as part of a coherent plan that enhances the user experience and maximizes business opportunities. However, we can only have a sense of direction after we have properly oriented ourselves—and this is where the ecosystem map helps.

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